About Strut This
Started by two mother-daughter teams, Strut This is a family-run business that produces high-quality premium fitness fashion for women. Strut This began in Los Angeles, California, where they also manufacture the clothing as a proud Made-in-the-USA-company.
Carrying everything from leggings to outerwear, the ecommerce brand’s mission is to empower women with fashionable fitness clothes that perform during any workout.
Before: Batching and Blasting
Like most marketing teams, Strut This had a trove of customer data, but they weren’t taking full advantage of it. They struggled to fully see their customers on an individual level, and so their messaging suffered from a lack of targeting.
“We were really struggling with a lack of access to our customer. We couldn’t really see where they were in the lifecycle and whether they were a first time shopper or a loyal customer,” said Natalie Lodwig, CMO of Strut This.
Since they had limited knowledge of buying behaviors and couldn’t create segmented campaigns for different customer profiles, it forced the team to send generalized, batch-and-blast messages to their entire customer base. Because of this, they were unable to personalize the shopping experience and experienced consistently low conversion rates.
The Strut This team needed a way to make sense of the data they were collecting every day and turn insights into action.
After: Radiating Relevance
For Strut This, generic campaigns and email sequences are no longer an issue thanks to the Zaius B2C CRM.
With Zaius, Strut This has been able to build out lifecycle relevance, merchandising relevance, and cross-channel relevance with highly-targeted campaigns that resonate with customers.
With lifecycle relevance, the Strut This team can now see where each customer is in the lifecycle, what they’re buying, and what product pages they’re looking at in order to tailor campaigns to those different profiles.
By digging into customer data, Strut This found that prospects who hadn’t yet purchased or only purchased once were engaging differently than loyal customers. They then used this information to inform customer segmentation and build dynamic content campaigns.
“Our no-purchasers and one-time purchasers were more interested in our core classics and bestsellers, and we were able to build out our winback series based on pushing these products to these customers,” Natalie explained.
“For our loyal customers, they were actually more interested in our new arrival collections and cross-categories.”
“Our leggings have always been our bread and butter, but we realized pretty quickly that our loyal customers were actually coming back to us to finish out their set.”
Customers that have purchased multiple times from Strut This are no longer receiving the same messages as those who have never made a purchase. Instead, these campaigns are tailored to the customer based on where they are in the lifecycle and what they’re most likely to buy.
Merchandising relevance allows Strut This to provide more relevance to customers by recommending products based on what they’ve looked at. This also allows the team to move their inventory more effectively by targeting the right products to the right customer.
Size inventory campaigns are used to push specific sizes to customers who have previously purchased. Strut This uses data to hone in on which customers are buying which sizes and then push that size inventory to them.
Strut This also created an excess inventory campaign to see which customers viewed a particular product in the past and then push a flash sale promotion to that highly-targeted segment of customers.
Not only do these merchandising techniques provide customers with accurate sizing and information on sales for products they had already expressed an interest in, it also helps Strut This more effectively sell inventory they were trying to get rid of — a win-win situation for the brand and the customer.
Creating cross-channel relevance helped the Strut This build a more connected experience by bridging the gap between social channels and email campaigns. It’s also allowed them to take full advantage of new customers coming to their site through new marketing channels.
This has been most impactful when it comes to the brand’s work with influencers, allowing them to target lookalike audiences on social media and re-engage interested prospects.
Strut This teamed up with a blogger and Instagrammer Sivan to co-create a capsule collection and wanted to make the most of the increase in traffic they were getting to the website.
“From the capsule alone, we converted over 1300 new customers and we brought a lot of new faces to the site. More importantly, we translated 20% of those new customers to repeat and loyal customers of the brand,” said Natalie.
“With Zaius we were able to capture all that customer data and use retargeting and segment syncing to build out our cross-channel campaigns on Instagram and Facebook to capture browse abandonments or lookalike audiences that Sivan brought in to our site.”
Behavioral campaigns were also used to push products, target customers who came to the site but weren’t able to buy sold-out products, leverage segment syncing for browse abandonment on social media, and follow up with a post-purchase series.
Using this omnichannel data, the Strut This was able to make the most of the influencer campaign instead of letting new prospects go ignored during their crucial first impression stage.
The Difference: Campaigns That Convert
Before Zaius, Strut This simply didn’t have the customer data to send behavioral messages, even though they are 7x more effective than standard promotional messages.
They realized that the emails they were sending weren’t giving them the results they wanted, and they needed to start making moments of engagement matter.
With Zaius, Strut This has mastered campaigns that allow them to tailor products based on customer behaviors, increase conversion rates with every send, and insert relevance at every stage of the lifecycle.
In fact, campaigns that tout merchandising relevance are performing tremendously well, with open rates that are nearly double their standard campaigns.
“I think the beauty of these campaigns is that we’ve been able to build out and replicate these models throughout our various campaigns. It’s been eye-opening to continue to watch the customer evolve within the lifecycle and hone in on the personalized shopping experience, which we feel is vital for all brands in this day and age — and specifically to Strut This” said Natalie.
With a single view of the customer, today Strut This can inject relevance into every campaign, converting interested shoppers and attracting net new shoppers alike.
We were really struggling with a lack of access to our customer. We couldn’t really see where they were in the lifecycle and whether they were a first time shopper or a loyal customer.